Audience Knowledge and Perception of ABUAD Radio: Strategies for Sustaining Campus Broadcasting in a Competitive Media Landscape

Radio broadcasting continues to serve as a dynamic medium for education, information, culture, and entertainment. Within this landscape, ABUAD Radio, established in 2023 at Afe Babalola University, plays a central role in fostering knowledge dissemination, community service, and student's engagement. Despite high awareness, sustaining listenership and expanding audience interaction remain critical challenges, particularly in a competitive media environment. This study examines the level of audience knowledge and perception of ABUAD Radio, identifies factors influencing engagement, and recommends strategies for strengthening its impact. Adopting a survey research design, data were collected through 370 valid questionnaires administered to students and staff. Responses were analyzed using weighted mean scores and percentages. Findings revealed that while 80.2% of respondents were aware of ABUAD Radio, only 4.6% tuned in daily, with the majority rarely engaging. Content quality and relevance emerged as primary factors shaping perception, alongside social media presence and program variety. However, publicity efforts, accessibility of program schedules, and audience participation in decision-making were identified as weak areas. The study concludes that ABUAD Radio enjoys strong visibility but requires innovative approaches to enhance active listenership. Recommendations include tailoring content to audience interests, boosting social media engagement, expanding communication channels, and strengthening interactive programming. Strategic collaborations with university departments and student groups, coupled with continuous feedback mechanisms, will further reinforce audience loyalty. Overall, the research contributes to media scholarship on campus radio and offers practical insights for ABUAD Radio and similar institutions seeking to remain relevant in today's evolving media landscape.